Chef Inspired Kitchen
Popular series with the UK’s greatest chefs
Challenge
To make customers understand that Miele is not only functional and practical but also one of the market leaders in kitchen technology.
Insight
On discovering that the top chefs in the world chose Miele for their own personal kitchens, we realised that they were the ideal advocates for the brand. So we made them the inspiration for people who want to create their own perfect kitchen. And so the “CHEF INSPIRED KITCHENS” series was born.
Solution
The series featured Monica Galetti, Sven-Hanson Britt and Anna Hansen of The Modern Pantry. Our series of films charted a customer’s journey with their architect through the design process. Taking them on an inspirational tour through the homes of these top chefs, to share in the form and functionality of their kitchen designs. It was broadcast across independent cinemas within the M25, tightly targeting our wealthy audience across London. The content series also continues to live across many digital touch points.
Result
Not only did the films generate an incredible 2 million organic completed views online but traffic to the Miele hub increased by 150% over the benchmark.
Because of the huge success of the first series of “Chef Inspired Kitchens” we went on to create a second series and a brand new series called “The Perfection Series” Both of which continued the success of the first series and helped solidify Miele as the brand used by the world's top chefs.
